This presentation is based on the 12th chapter (Designing and Managing Services) of the book Marketing Management by Kotler and Keller

1. How can goods marketers improve
customer support services ??

2. Identifying & Satisfying
Customer Needs
•

3. Downtime: Longer the
downtime, higher the cost
borne by customer
Out-of-pocket loss: Amount
incurred on regular
maintenance and repair

4. To provide best support, manufacturers must
identify the relative importance customer
assigns to each service.
• Facilitating services: installation, staff training,
maintenance and repair services.
• Value-augmenting services: those that extend
beyond the functioning of the product.
• Service-contracts: extended warranties at a
contract price.

5. Post Sale Service Strategy
Quality of customer service departments
varies greatly.
Some just forward the call
dispassionately while others proactively
contact customers to provide service.

6. Customer Service Evolution
Manufacturers usually run their own parts and
service department. They earn profits by selling parts
and services at premium prices.
Independent service firms also emerge and offer a low
price or faster service.

7. Customer Service Imperative
Customer-service choices are rapidly increasing.
Manufacturers find it difficult to sell their parts owing
to an increase in never-fail equipment.
Larger companies find it convenient to have own
service people on-site.

8. Disclaimer